Furthermore, the Book delves into the types of formats and the standardization of the medium's nomenclature , and includes a glossary of terms and dedicates a chapter to Best Practices.
The big screen 'One to many'
Following the presentation of the White Paper, a round table was held with experts who addressed some of the topics covered in the book, moderated by Rubén Vara , Operational Marketing & Digital Planning Manager at Clear Channel. The panel was attended by Beatriz de Paz , Director of OOH Product Development at GroupM, Ricardo Pérez , Marketing Director at JCDecaux Spain, Pedro Fernández , Marketing and Product Director at Clear Channel, Antonio Rubio , CEO of EasyDooh, Beatriz Dorado , Planning&Negotiation Director at Havas Media Group, Margarita Rodríguez , Senior Advertising Manager at Hyundai Motor Spain, and Marta Fernández , Brand Media Manager at BBVA Creative.
The round table was entitled "The big screen 'One to many'" and, unlike other digital media, DOOH is a medium in which a single creative on a medium is capable of impacting several users , and not just one as occurs with digital devices. To put real figures to this advantage, the Book establishes that a large-format DOOH medium located in key environments can reach more than 250 people by only launching a creative five times.
“The digitalisation of the media is a reality and is becoming increasingly important in the strategy and commercial development of outdoor companies. DOOH accounts for 20% of total digital investment and forecasts for the coming years in Western Europe point to an annual compound growth rate of almost 15% for digital outdoor,” explained Pedro Fernández. “The digital transformation is affecting the entire value chain.”
when there was a real afghanistan phone number contraction in the general advertising medium, outdoor was more affected. When we had a fall, we realized that as a medium we had a transcendental need to transform the way we operate . What we would have done in 3 years, we have done in 6 months. We are in a very interesting moment, rethinking all our planning and marketing tools.” He also recalled that “transformation is not installing screens, transformation is a mindset.”
On the role played by data in this medium, Beatriz de Paz commented that "what has always been at the centre is the consumer , and if we think about it in depth, data is nothing more than that sophistication of the consumer. Now it is much more accessible due to the ability to integrate it into the data."
Beatriz Dorado has stated that the more you know the consumer, the more possibilities you have to communicate appropriately. “Depending on the client, target and business objectives, we can design this activation product tailored to the different channels . DOOH offers us a wider range of opportunities due to its diversity and dynamism.”
For Ricardo Pérez, "data is knowledge and it definitely helps to put a message into context , which makes the difference between the success and failure of a campaign. Data is a common thread between all media , not just outdoor media."
Marta Fernández has stressed the importance of creativity adapted to this new medium. “ Contextualisation and personalisation are essential to take advantage of the digital outdoor medium ,” she said.